ANALISIS PENGARUH PROMOSI PENJUALAN, PERSEPSI HARGA,KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK BUKU PT.GLOBAL OFFSET SEJAHTERA SIDOARJO

Abstract

ABSTRACT

This study aims to analyze the effect of sales promotions, price perceptions, product quality on purchasing decisions for PT. Global Offset Prosperous Sidoarjo. The sample in this study are customers of PT. Global Offset Sejahtera Sidoarjo as many as 65 people, obtained by using non-probability sampling techniques. That is a saturated sample. The processing of research data was carried out using quantitative methods, using the Validity Test and Reliability Test as the first step to test the research instrument. To prove the hypothesis, multiple linear regression analysis was used to test the significance of F and T. The results showed that the results of the F test simultaneously identified sales promotions, price perceptions, and product quality on purchasing decisions, which were supported by the results of Fcount > Ftable. Among the independent variables of sales promotion, price perception, and product quality which partially have a significant effect on purchasing decisions, the most dominant is perceived price where the Tcount value is the largest and the significant value is the lowest compared to the other tables.

Keywords : sales promotion; price perception; product quality ; buying decision